‘Pork Chop’… ‘PORK CHOP’… ‘read my lips, PORK CHOP!’

‘Eh?!’ Would be an understandable reaction to the above. What am I going on about? Well, this was the moment I fulfilled a dream I never realised I had. This was the script for my debut voiceover appearance for a Kmart camping online commercial. I play a dog trying to get the attention of its owners so they cook him a pork chop on their portable BBQ.

The client wanted to hear what it would sound like if the dog had a British accent, and I was happy to oblige.

Why am I telling you this? Well firstly, because I’ve never done anything like that before so it was a pretty cool, if not slightly bizarre, experience. Secondly, because I want to illustrate how the creative process works here.

“The client wants a British accent and we have a day to get this finalised”

“Oh… I met a British guy the other day who is here for a month”

“Hi Fred, can you come try a voiceover for us? We need your accent.”

“Why not!”

It’s as simple as that. Everyone collaborates; an idea can come from anywhere and all are encouraged to participate. It’s such a breath of fresh air. Allowing space for ideas to formulate before letting the creative experts work them into fully formed concepts.

The team is currently working on a big pitch (not telling who) and there is a Google Doc circulating where people are encouraged to throw ideas in the pot, as the management team believes the best idea could come from anywhere and anyone.

Another example: we are in a 101 training session where Colleen McTaggart, creative lead for the Kmart account, is explaining how the creative process works. To illustrate the above she gives us a real brief, splits us into pairs, and we have 10 mins to come up with an idea for a commercial and present back to the room. Absolutely daunting, but we all jump in and it’s pretty amazing what a room with very varied experiences and backgrounds can come up with in such a short amount of time. So much so, I’m told they even worked through a couple of the ideas for the client.

At UMG, we absolutely brainstorm ideas and spend time thinking about smart marketing campaigns (and we are pretty good at that too). Each label has their own way of doing it; however, my takeaway is you can always do more. In International we oversee the global marketing and promotional roll out of releases. It’s a multifaceted job and you need to have a finger in every pie to ensure all our teams are lined up. But there is room for encouraging more creative thinking on a global level. We are a bright and young team and, as I’ve experienced here, the best idea can come from anywhere.

So let’s not miss it!

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